Palm has announced that Douglas C. Jeffries has been appointed as the company’s Chief Financial Officer.

Previously chief accounting officer at eBay, Jeffries will join Palm in January as replacement for Andy Brown.

In addition to his role as chief accounting officer at eBay, Jeffries has held financial and information technology leadership roles at GenCorp, Red Herring Communications and Cardinal Health. Jeffries began his career at Price Waterhouse, is a CPA and holds an MBA from the University of Southern California.

The executive changes come as Palm is about to launch what is being widely seen as the key to its future – a smartphone platform called Nova.

It is also releasing an App Store for its Palm OS and Windows Mobile-based smartphones along the lines of Apple and Google’s software ventures.

The beleaguered handset maker is beset by falling sales as it struggles in the smartphone market.

In mid-2007, Palm hired Jon Rubenstein, formerly an Apple product development specialist who led development on the iMac and iPod, to help revive its fortunes.

Rubenstein has said that Nova will bridge the market between enterprise-oriented BlackBerry devices from Research In Motion and more consumer-centric ones like Apple’s iPhone 3G.

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